Korea's 2026 My Country Travel Expo spotlights regional, immersive tourism
The 2026 My Country Travel Expo opens in Seoul, hosted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Association. The event runs from April 19 to 22 at COEX’s Magok Exhibition Hall and Magok Plaza and marks the 23rd edition of Korea’s flagship domestic travel showcase.
This year’s expo aims to go beyond listing regional names and photos. Its central message is that travel should do more than take visitors to sights; it should leave lasting benefits for the places visited. The organizers describe travel that travels from daily life into local economies, with the theme "Travel beyond daily life, travel that stays in the region," signaling a shift in how domestic travel is framed.
More than 160 organizations from across the country are participating, offering 385 booths. The exhibition centers on immersive, stay-driven experiences that let visitors live in regions rather than simply scan attractions. Theme pavilions covering culinary tourism, nighttime tourism, regional travel, and island and coastal tourism are designed to illustrate where domestic travel is headed—toward deeper engagement with local life.
A live temple-food demonstration by Seonjae Sunim, a master of temple cuisine, was part of the opening-program festivities at the Korea Temple Food Culture Experience Center in Seoul. The event underscores the broader message that food and daily living are among the quickest ways travelers can absorb a region’s culture and lifestyle, reinforcing the expo’s emphasis on experiential, community-based travel.
A notable focus this year is regional co-prosperity. Officials said the expo seeks to link travelers with local economies, small businesses, and the tourism ecosystem so that visits generate local sales, longer stays, and repeat visits. Programs such as the Regional Balanced Development Conference, island-focused exhibitions, wellness and marine tourism sessions, and Open Tourism Contest briefings are all pitched as steps to convert interest into tangible economic benefits for communities.
Deputy Minister Kim Dae-hyun of the Ministry of Culture, Sports and Tourism described the expo as Korea’s leading platform for domestic travel that reveals new possibilities. He said the event aims to make travel part of everyday life for citizens and to foster a virtuous cycle in which regional economies are revived through tourism profits and repeat visitation.
For international readers, the expo illustrates Korea’s strategy to broaden tourism from a few marquee destinations to widespread regional participation. A shift toward immersive, locally grounded experiences could affect how travel platforms, hospitality providers, and food and craft suppliers engage with Korea’s domestic market. It also hints at broader lessons for another major travel market: how to sustain growth by distributing tourism demand more evenly across regions, benefiting local communities and supply chains while creating new opportunities for international partners in experiences, wellness, and regional cuisine. The event foregrounds a policy direction that may influence travel trends, cultural exchange, and investment in regional ways of life that are increasingly appealing to global travelers.